Duus, R;
Davies, A;
Saren, M;
(2014)
Speak to the Leg: A Post-Paralympic Analysis and Retheorization of Consumer-object Relations.
In: Bradshaw, A and Rappel, A, (eds.)
Macromarketing and the Crisis of the Social Imagination: Proceedings of the 39th Annual Macromarketing Conference, 2014.
(pp. pp. 480-484).
Macromarketing Society
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Abstract
This paper reviews and re-theorizes objects in consumer research with specific focus on consumer-object relations. Following Bettany and Kerrane’s (2011) argument of an ontological shift towards objects as fluid, morphing and mutable, this research adopts a posthuman analysis of consumer-object relations. The posthuman concept of human-machine hybrid also raises fundamental physiological, technical and philosophical questions about what it means to be human (Braidotti 2006; Haraway 1991). Empirical data is gathered through phenomenological interviews, diaries and autodriving with amputees with prosthetic legs. A posthuman route to analysis creates a space and language for hybrid and companion-based consumer-object relationships to emerge. Themes reveal descriptions of leg favouritism and coupling, normality and identity struggles, relationship fluidity and enabling and disabling technology. This paper provides a novel approach to investigating consumer-object relations with consequences for how objects are viewed in consumer research.
| Type: | Proceedings paper |
|---|---|
| Title: | Speak to the Leg: A Post-Paralympic Analysis and Retheorization of Consumer-object Relations |
| Event: | 39th Annual Macromarketing Conference, 2-5 July 2014, Egham, Surrey, UK |
| Open access status: | An open access version is available from UCL Discovery |
| Publisher version: | http://society.macromarketing.org/conference/ |
| Language: | English |
| Additional information: | This is the published version of record. For information on re-use, please refer to the publisher’s terms and conditions. |
| UCL classification: | UCL UCL > Provost and Vice Provost Offices > UCL BEAMS UCL > Provost and Vice Provost Offices > UCL BEAMS > Faculty of Engineering Science UCL > Provost and Vice Provost Offices > UCL BEAMS > Faculty of Engineering Science > UCL School of Management |
| URI: | https://discovery.ucl.ac.uk/id/eprint/10026153 |
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